The #1 Funnel We Use To Scale

Here's why your VSL is actually killing your booked calls and why you have way too much friction in your funnel, which is causing you to lose deals and lose the amount of people that are coming through your funnel and lose the amount of throughput that you're getting. If you don't know me, my name is Eric Deeran. We currently work with high-ticket businesses, helping them grow their business, get more calls, get more leads, and ultimately just grow their business through paid advertising. And in today's video, we're gonna be talking through the best funnel we're using to help our clients scale and ultimately get them more booked calls on their calendar so they can grow their business in a profitable way. So let's go ahead and jump right in. What most people's funnels look like is they have an opt-in that goes to a VSL page, and then there's a calendar below that, and then it goes to a thank you page, and then they go to a call. Now the problem here is the opt-in is typically killing most of your flow, especially if you're trying to target like higher-end business owners. They don't wanna have to opt in for something. And a lot of times you're using this as like a free training. Like you're saying, oh, we're gonna give you this free training, opt in for it. You can watch this VSL and then you book a call and then you have a thank you page and then you have to watch all this stuff before the call and then we get on the call, and then we finally sell a percentage of these people. Now, the problem with this is that most people, most rich people are not going to want to go through this much friction because you're going to lose people at every single step of this system, right? And so you have people who come in from an opt-in, they don't want to put in their name, email, phone number, and then they have to watch this VSL, and then they go to a calendar, and then they go to a thank you page, and it just becomes way too many steps for them. And they don't even trust you yet. And so you're losing a lot of your, like, this, this is what's causing you to typically get an inflated cost per call. Which is just making your entire funnel less efficient. Now, if you do have an opt-in, I want you to do the math on it and see if it's actually worth it for you, because a lot of people have opt-ins, but they're not actually like generating anything from the leads who opt in, because the whole argument is that you'll have those people go to an email list and then you'll have that email sequence following up with them over and over and over again. But a lot of times what we find is it just, it puts, you just don't get the same amount of juice out. And so I want you to go into your CRM and actually look at how many people came through there and how many people actually ended up buying who opted in versus just killing this opt-in page. page altogether and going straight to a page. And we're even gonna talk about how we don't even optimize around a VSL anymore, and we just have a calendar that they go straight to because we want to optimize for that call. And so what we want to do is typically when you're running these ad campaigns, you're optimizing for a schedule event. And because you're optimizing for a schedule event, you're having, you're putting an opt-in page before that, which is causing you to lose people because they're not going through the entire thing. And then you're also just putting more friction barrier points between you And this scheduled event, which is just causing more friction and causing this to be like an inflated cost per call. And a lot of times this VSL is not warming them up. It's actually distracting them from booking the call because a lot of people will watch this VSL, they'll take a look at it and then they'll be like, oh, I had something else to do and then they'll bounce off the page and then they won't go through. And so because that's an issue, you're going to run into people who come through and then don't actually book the call because this VSL actually distracted them from the event you wanted. And a lot of times when you're optimizing these campaigns, you need to get a certain amount of scheduled events every single day for your campaigns to stay in pocket. Otherwise they fall out of pocket and then you run into issues basically where Meta starts bouncing around, your costs start inflating, and you just run into other issues there because you're not having a consistent amount of events coming in every single day. Now here's what we do, right? So we have an ad and then we typically are using the Meta lead form. And before you say, oh, Meta lead forms give us trash leads, they don't. Most of the time what happens is, is you don't have enough conditional friction or conditional questions in this form. Mm-hmm. To boot out the bad people and DQ them versus letting the good qualified people go through. And so we'll just do a simple ad and we have 9 different buckets. I won't go into it in this video, but we have 9 different buckets of actual ad creatives that we use, 9 different buckets of ads in different formats that we use. And then that goes into a Meta lead form. And then from there, we're then qualifying those people or disqualifying those people. And then we're just going straight to a calendar from there. And then we're going to a thank you page. And on the thank you page is where we put the VSL. We also have case studies and we have FAQs that are informed by the sales calls we have. So what we have is we have, we basically have Claude scrape all of the calls that we have and then go through what are the commonly asked questions or commonly asked things that people ask. We transcribe all those, we put them into FAQs, and then we basically put those on the page below the actual page, essentially when somebody comes in. So then they can go through that. Let me show you an example of what this page would look like. So here's an example of what our confirmation page looks like, right? So at the top we say, hey, your call is tentatively scheduled. Please follow the directions below to confirm. This video breaks down how the offer works. We go into like what we actually do in the offer. Then we have a section on confirming your call. So reply yes, make sure you look for this calendar invite, and then click I know the sender because of Google's calendar update. They won't, it won't automatically go to their calendar when they end up booking. And then from there, we have other case studies of actual clients where they can click into this. They build trust with them. They can go through all the numbers of what happened with this specific client. And they can go through all of our client results here. You can check that out. And then these are the FAQs where it actually goes through all of the questions that we commonly get before a sales call to basically warm them up and make sure that they're prepped prior to getting on that call with us. And so we're going through all this, we're going through trust and skepticism, and these are all the commonly asked questions that we have. This is kind of an example of what a good demo page would do because you're trying to build as much trust as possible before they get onto that booked call, right? So then from here, they get onto a call and then they close. Now, the reason we like to do it this way as a Opposed to the VSL funnel is because it gets the same thing done where you still get the consumption of the VSL. It's just when people are on the front end here, they're in scanner mode, right? So they're not actually consuming most of the time the VSL. It's what we found after booking 15,000 sales calls. They're typically not consuming it. So we just put it onto the backend on the VSL. They put it on the thank you page and then they go through the same thing. So it's the same consumption, but at least we get the call booked and then we can send that data back to the ad platform. So we get a quicker schedule event. Like when we do it this way, it typically takes a shorter amount of time. For someone to go from an ad to a booked call versus when we have an ad to a VSL or ad to an opt-in to a VSL to then book a call because there's more friction steps in the way. Whereas when you just go to a simple page that has just a calendar on it, then you get a lot more booked calls because of that, simply because it's just less friction for the person to go through. Right. And there's actually an update that Meta is coming out with where you can actually have the lead form and then you can embed the calendar directly into the lead form, which reduces even more friction, which will lower your cost per call as well. And so, uh, we're seeing that on some of our client accounts where you can actually do that already, and then they're rolling it out to other people, uh, over time. But that definitely increases and decreases the amount of friction and then increases your, uh, flow-through of people who actually book the call, um, because there's less friction between the 2 steps. And then you're just optimizing around basically giving them all the information they possibly need prior to that call on that thank you page. Where you have the VSL, the case studies, the FAQs, right? So you have to just make sure you have as much content as possible prior to that sales call. So you're not having people who are coming in blind or it's an education call and it becomes more of a process to convert them from there. And then in addition to this thank you page and demo page, what we also do is we have a bunch of email sequences and emails that go out to them over this time. And so typically what we're recommending is doing At least 3 emails a day. And to be clear, these are not spammy emails. They're emails that have either a case study within them, they have a how-to or tutorial based in them as well, or they have some sort of value-based email. This way you're warming them up over email prior to that call as well, because the whole goal is to get them to show up pre-framed, pre-nurtured, and ready to buy from you so that sales call doesn't become an education call, but it's actually a sales call. Now, this is just a small part of what we actually do inside of our full program where we work with high-ticket businesses to actually help them scale their business, get more booked calls, get more lead flow. So if you want help doing this, there's a link down below to schedule a call with our team, see if we can possibly help. And typically I only cover about 20% of what I actually know in these videos with you guys, and I save the rest for the clients that we work with because there's a lot more to this than just what you see here. So if that sounds interesting and you guys want to learn more about how we can help scale your high-ticket business, click the link below, schedule a call with our team, and we'll see if we can help.